01 — CONCEPT BRAND · SELF-INITIATED · 2026
CLEAN
SLATE.
Laundry, reimagined.
An elevated neighborhood laundromat concept designed to make an everyday chore feel easier, cleaner and more convenient; pairing connected machines with a café, a work lounge, a family zone and a community room, so the time you already spend here finally belongs to you.
Project
Concept brand · self-initiated
Role
Creative Director + Brand Designer
Scope
Strategy → identity → experience
Applied
Environment · packaging · social · app
Year
2026
Reset your week
while your clothes reset.
THE WASH FLOOR — 42 MACHINES
02 — PROJECT OVERVIEW
Clean Slate is a modern laundromat concept built on a simple idea: laundry shouldn’t take over your day. The brand pairs thoughtful service, contemporary design, technology and family-friendly amenities to turn laundry day into something closer to a break than a chore.
Sector
Hospitality · Consumer services · Retail
Scope
Brand strategy, identity, environmental design, packaging, digital, campaign
Audience
Urban professionals, families, students and busy households
Role
Creative Director + Brand Designer — sole author, every phase
Status
Self-initiated concept brand · 2026
03 — THE CHALLENGE
HOW MIGHT WE
Turn one of life’s most routine chores into something people look forward to?
Traditional laundromats are designed around utility, not experience. Hard chairs, harsh light, a machine that won’t tell you when it’s finished, and an hour you can’t spend anywhere else. The frustration was never the washing, it was being stuck, unproductive and overlooked while it happened.
Clean Slate had to feel efficient and approachable — introducing real convenience, comfort, technology and visual sophistication without pricing itself out of its own neighborhood.
Average wash-and-dry window
45–90 MIN
Of that time spent waiting on-site
81%
Services folded into one floor
06
04 — THE BIG IDEA
A fresh start.
Every load.
Clean Slate treats laundry as more than cleaning clothes. It’s resetting, refreshing, and getting something off your plate — which turns a chore into a platform the brand can actually talk from.
FRESH STARTS
MORE FREE TIME
CONVENIENCE
CLEAN LIVING
LESS STRESS
EVERYDAY WINS
05 — BRAND STRATEGY
Three pillars,
every decision.
Each pillar is a filter. If a service, a sign or a screen doesn’t answer to one of them, it doesn’t make the build.
POSITIONING FRAMEWORK
PILLAR 01
Effortless
Remove friction from laundry day through intuitive service, connected machines, cashless payment and amenities that anticipate what people need next.
PILLAR 02
Refreshing
Build an environment that feels clean, contemporary, optimistic and welcoming, warm light and warm color, not clinical white and cold blue.
PILLAR 03
Human
Design around real routines: parents with kids in tow, professionals working remotely, students on a budget, and neighbors who walk here every week.
06 — AUDIENCE
Four people,
one bad hour.
Different needs, one shared complaint: the time. Every profile below is a design constraint somewhere in the building.
PERSONAS → FLOOR PLAN
The busy parent
Three loads and two kids. Needs laundry done without surrendering an entire afternoon and somewhere the kids can be kids while it happens.
DRIVES: THE FAMILY ZONE
The multitasker
Uses laundry time to work, study or catch up. Will happily stay longer if the seat, the Wi-Fi and the coffee are worth staying for.
DRIVES: THE WORK LOUNGE
The convenience seeker
Values wash-and-fold, pickup and drop-off, mobile payment and speed. Would rather not be in the building at all and shouldn’t have to be.
DRIVES: THE COUNTER + APP
The neighborhood regular
Walks here. Knows the staff. Cares most about whether the place is clean, lit, safe and open when they get off work.
DRIVES: HOURS + THE COMMONS
07 — BRAND IDENTITY
A mark that
keeps turning.
The direction is called Clean Break bold graphic minimalism built to read from a moving car and survive on a detergent label at 12mm. The mark is a single arc drawn from the motion of a wash cycle. It reads as a spin, but it’s also the shape of starting over: repetition that goes somewhere.
MARK · LOCKUPS · GRID · PALETTE · ICONS · PATTERN
FROM MOTION TO MARK
Avoiding familiar laundry symbols, the concept began with the mesmerizing swish and swirl of clothing in a washing machine. The C and S were then shaped into one continuous, distinctive mark.
01 MOTION
Inspired by the
wash cycle
02 INTEGRATION
C + S within the swirl
FIRST ITERATION
03 REFINEMENT
One fluid, memorable symbol
FINAL MARK
PRIMARY MARK — THE ARC
LOGO CONSTRUCTION
CLEAN SLATE LOGO
REVERSED — CREAM ON SLATE NAVY
SIGNAL — INK ON SIGNAL YELLOW
DON’T STRETCH
DON’T RECOLOR - OFF BRAND
DON’T DROP ON NOISE
DON’T ROTATE
WASHER
CYCLE TIME
LAUNDRY DROP-OFF
REWARDS
CASHLESS
FOLDING
DETERGENT
DRY
WI-FI
CAFÉ
CO-WORK
LOUNGE
ICON SYSTEM — 24PT GRID, 1.5PT STROKE, ROUND CAPS
STATIONERY — STAFF CARD, FRONT
STATIONERY — STAFF CARD, REVERSE
CLEAN SLATE COLOR PALETTE
Display
Fresh start, every time
MADE TOMMY/ ALTERNATE Google Sans — 800 / 900, tight tracking
Text
Drop it off by ten. Pick it up folded by six.
MADE TOMMY/ ALTERNATE Google Sans — 400 / 600
Utility
MACHINE 14 · CYCLE 00:34 · READY
Geist Mono — machine IDs, times, wayfinding
08 — COLOR & VISUAL LANGUAGE
Clean, but
never sterile.
Every cleaning brand defaults to a cold clinical blue, and it’s exactly why laundromats feel like waiting rooms.
Cutting it forced a warmer route; one that reads more like a coffee shop than a chemical aisle.
NINE COLORS · THREE ROLES
CITRUS CLEAN · Signal Yellow
Energy, optimism, movement
The loud half of the palette, rationed to moments that need to be seen from across the room: bundle promos, floor vinyl, the app’s call to action, and the one line on a story frame you’re meant to tap.
SPIN Cycle Teal · Deep Rinse
Clean without the cold
Teal carries the system where blue normally would. It reads fresh and hygienic but keeps a green warmth, which is what lets the brand sit next to food service and co-working without feeling clinical.
CLEAN LINEN · Rinse Mist · STEAM MIST
Cleanliness, simplicity, freshness
The grounds. Warm off-whites instead of pure white, so the interior photography and the reclaimed timber in the space don’t fight a paper-bright background.
Slate Navy · WaSHED WALNUT
Modernity, confidence, contrast
Navy is the anchor and the reversal ground; warm charcoal keeps the industrial materials human. Together they give the display type somewhere to be loud without the palette turning into a highlighter.
Typography · utility
Mono for anything a machine says
Times, machine numbers, cycle status and order codes sit in Geist Mono; everything a person says sits in Google Sans. A customer learns to scan the building and the app, without being taught.
Typography · display
Sized for a 40-foot read
Sightlines from the wash floor to every seat meant signage had to be legible across the width of the building. That pushed the display face to 800/900 weight and killed a lighter, more boutique direction that couldn’t hold up at scale.
HEADLINE LOCKUP — WINDOW VINYL
CAMPAIGN LINE — POSTER, 24×36
COUNTER LINE — SERVICE SIGNAGE
09 — THE EXPERIENCE
Not a logo.
A service.
Clean Slate isn’t a mark on a storefront, it’s a sequence a customer moves through.
The journey came before the identity, and it’s what every other decision on this page answers to.
JOURNEY · SIX AMENITIES · THE 90 MINUTES
Stage 01
Arrive
Tap in at the door. The app already told you a machine was free before you loaded the car.
Stage 02
Load or
drop off
Start a cycle from your phone, or hand three bags to the counter and keep walking.
Stage 03
Relax, work, play
Café, work lounge, quiet rooms, family zone, patio. Pick the room that matches the hour.
Stage 04
Pick up
A push when the drum stops. Folding tables lit, warm and wide enough for a comforter.
Stage 05
Go
Out with clean laundry and a finished inbox. Points land before you reach the car.
Amenity 01
Self-service laundry
Forty-two high-capacity, app-connected machines sized from a single load to a king comforter. Cashless, tracked, and visible from anywhere in the building.
Amenity 02
Wash + fold
Drop it off and let Clean Slate handle the rest. In by ten, out by six, barcoded to your account so nothing gets sorted into someone else’s life.
Amenity 03
Family zone
A designated game and play area so kids have somewhere to be which is the difference between a parent staying an hour and leaving in ten minutes.
Amenity 04
Work lounge
Gigabit Wi-Fi, power at every seat, long communal tables and two call booths. Free with any wash, bookable by the day if you’re not doing laundry at all.
Amenity 05
Coffee bar
Espresso, drip and grab-and-go plates at a counter facing the wash floor. A simple amenity that makes waiting feel like a choice.
Amenity 06
Mobile experience
Machine availability, cycle notifications, payments, rewards and wash-and-fold order status the whole building in your pocket.
Ninety minutes,
rewritten.
The journey above, on the clock. Same load of laundry, same ninety minutes but every gap is filled with something worth doing.
00:00
Tap in
App or card unlocks a machine. No coins, no quarters, no change machine that eats your dollar.
00:03
Load & start
Pick a cycle, pay from your phone, and the timer moves to your lock screen.
00:07
Order
Coffee and something warm at the café counter, three steps from your washer.
00:12
Sit down
Take the loft, a quiet room, the lounge or the patio. Wi-Fi, outlets and a real chair.
00:34
Wash done
A notification, not a guess. Move the load, keep your seat, keep your rhythm.
00:71
Dry done
Second alert. Folding tables are lit, warm and wide enough for a comforter.
00:88
Fold & go
You leave with clean laundry and a finished inbox. Points land before you reach the car.
10 — ENVIRONMENTAL BRANDING
The brand is
the floor plan.
Identity work stops being decoration the moment it has to move people through a room.
Signage is sized for a 40-foot read; machine numbers are sized for a 4-foot one.
ZONING · ROOMS · SIGNAGE · WAYFINDING · UNIFORMS
FIRST FLOOR
SECOND FLOOR
ROOF DECK
CLEAN SLATE ZONING PLAN
11
One building,
seven rooms.
Every room earns its square footage against one promise: give people their time back. The wash floor is the engine. Everything around it is the reason to stay.
All — 07
Wash
Work
Eat
Gather
CS—01 / Wash
Open 6a–12a
The Wash Floor
Forty-two app-connected machines in matte black, sized from a single load to a king comforter. Cycle status is visible from anywhere in the building, on the wall, on your phone, on the machine. Folding tables run the full length of the room under warm task light, because the last five minutes matter as much as the first.
Machines
42 connected
Payment
Cashless / app
Tracking
Live + push alerts
Attended
Daily, 7a–11p
CS—02 / Eat
Café
The Café
Espresso, drip, pastries and grab-and-go plates. The counter faces the gaming area with its' own seating area to provide a reset while completing laundry.
Format
Counter service
Bundle
Dry + Sip
Seats
38
CS—03 / Work
Members + drop-in
The Loft
Open co-working on the mezzanine: long communal tables, deep sofas, power at every seat. Free with any wash, bookable by the day if you’re not doing laundry at all.
Access
Free with wash
Day pass
$18
Wi-Fi
Gigabit
CS—04 / Work
Quiet zone
Quiet Rooms
Acoustic-panelled desks and two call booths for the hour you actually need to concentrate or take the meeting you weren’t going to make it home for.
Desks
14
Booths
2 call pods
Booking
In-app, 60 min
CS—05 / FUN
FUN zone
GAME AREA
Designed for kids, teens, and families, it offers a fun and welcoming space to play, relax, and connect while the laundry gets done.
SEATING
30
GAMES
20
GAME TYPES
Video games, arcade games, billiards, foosball, racing, basketball, and oversized tabletop games
CS—05 / Gather
Free to neighbors
The Commons
A flexible room with a screen, a projector and tables that move. Homework help on weekday afternoons, block association meetings at night, game room for the kids on Saturday. Free to book for anyone inside the zip code — the clearest way to say this place belongs to the neighborhood, not just its customers.
Capacity
60 seated
Booking
Free, neighbors
Kit
AV + projector
Weekends
Game room
CS—06 / Wash
Drop & go
The Counter
For the weeks when even 90 minutes is too much. Drop off by 10am, pick up folded and tagged by 6pm — or let a driver do both ends. Every bag is barcoded to your account, so nothing gets sorted into someone else’s life.
Service
Wash / dry / fold
Turnaround
Same day
Pickup
Door-to-door
Pricing
Per pound
CS—07 / Gather
Seasonal
The Patio
A fire table, string lights and enough seats to make a Tuesday feel social. It’s the piece that turns a chore into a place people choose — and the reason the last cycle of the night still feels like somewhere you’d want to be.
Season
Apr–Oct
Seats
44
Service
Café menu
BLADE SIGN — 9FT, HALO-LIT
DIRECTIONAL WAYFINDING — GOOGLE SANS 700
MACHINE ID PLATE — ENAMELLED STEEL
VINYL FLOOR GRAPHIC
WALL GRAPHIC — COMMONS, 14FT
UNIFORM PATCH — EMBROIDERED, 75MM
11 — BRAND APPLICATIONS
Things people
carry home.
The packaging does the marketing the building can’t. Every piece leaves with a customer, so each one carries
the mark, one line of voice, and nothing else competing for the space. One hero piece at a time, never a wall of identical mockups.
DETERGENT · BAGS · CAFÉ · GARMENT TAGS · MERCH
CLEAN SLATE GEL STICK
CLEAN SLATE TOTE
CLEAN SLATE T-SHIRT
CLEAN SLATE STICKER SET
CLEAN SLATE LAUNDRY BAG
CLEAN SLATE CAFÉ CUP
CLEAN SLATE GARMENT TAG
Loyalty, bundled.
Membership and bundle cards double as the loyalty system — printed, and mirrored in the app.
Wash + Work
$14 / cycle
One wash and dry cycle
Loft or quiet-room seat, all day
Gigabit Wi-Fi and power
Free refill on drip coffee
Best for remote workers
The Standing Slate
$59 / month
Four cycles a month, rolled over
Unlimited workspace access
Priority machines at peak hours
15% off café and wash-and-fold
Two Commons bookings a month
Membership — cancel anytime
Dry + Sip
$9 / cycle
One dry cycle
Any café drink under $6
Lounge or patio seating
Points on every visit
Best for quick loads
The full inventory.
Everything the system covers. The pieces shown above are pulled from this list.
Brand identity
Primary and secondary lockups
Arc mark and standalone icon
Type system and scale
Color palette and usage rules
Iconography and spin patterns
Brand guidelines
Environment
Exterior signage and blade sign
Interior wayfinding
Machine identification
Wall graphics and murals
Workstation and game-room signage
Staff uniforms
Laundry service
Detergent packaging
Reusable laundry bags
Wash-and-fold labels
Pickup and delivery materials
Machine instructions
Garment tags
Café
Cups, sleeves and lids
Takeaway packaging
Food labels and napkins
Menu boards and printed menus
Bundle promotions
Digital
Website and booking flow
Mobile app interface
Cycle notifications
Machine availability map
Payments and loyalty
Membership management
Marketing & merch
Launch campaign and social
Posters, flyers, brochures
Email graphics
Neighborhood storytelling
Tees, totes, mugs, tumblers
Stickers and lifestyle goods
ThINGS PEOPLE
ENJOY AT CLEAN SLATE.
CLEAN SLATE REWARDS CARD AND KEY TAG
CLEAN SLATE CUBIE
CLEAN SLATE LAUNDRY CART
CLEAN SLATE LAUNDRY VENDING MACHINE
CLEAN SLATE PORTABLE CHARGER
CLEAN SLATE LAUNDRY BAG
CLEAN SLATE RETAIL TEES
CLEAN SLATE GAMING AREA
12 — DIGITAL EXPERIENCE
The building,
in your pocket.
The app exists to answer three questions before you leave the house: is a machine free, how long is left, and what did I earn. Everything else is one tap deeper.
INTERACTIVE PROTOTYPE
Machine map, not a guess
Live availability by machine number, matched to the enamel plates on the floor. You check before you load the car.
A timer you don’t have to watch
Push at five minutes left, push again when the drum stops. The ring is the only place the brand teal moves — it’s the one thing you’re waiting on.
Pay without a coin
Start a cycle, add time, or settle a wash-and-fold order from the same screen. No change machine, no card reader queue.
Points that mean something
Redeemable against dries, coffee and Commons bookings — rewards that pull people back into the building, not gift cards that send them elsewhere.
13 — CAMPAIGN CONCEPT
Laundry doesn’t
have to be a chore.
The launch spot proves the promise through an ordinary Saturday: a dad, two kids, and a hamper.
Nobody sacrifices anything. The payoff isn’t clean clothes, it’s the forty minutes he gets back.
:30 SPOT · SIX-FRAME BOARD
SC 01 — EXT. HOME · AM
dad wrestles a full hamper
Handheld, warm morning key. The problem, stated in four seconds.
SC 02 — EXT. CLEAN SLATE
DOORS OPEN. KIDS RUN AHEAD
Wide push-in on the blade sign. First read of the mark.
SC 03 — INT. FAMILY ZONE
Kids hit the game area
Kids gone in three seconds. Dad’s hands are free.
SC 04 — INT. THE COUNTER
He hands the bag over
One beat, one exchange. The whole service in a single gesture.
SC 05 — INT. WORK LOUNGE
Laptop. Coffee. Forty minutes back.
Hold. This is the shot the whole spot is built to earn.
SC 06 — END CARD
FRESH START. EVERY TIME.
Mark, line, address. Four seconds, no voiceover.
The campaign demonstrates the Clean Slate promise through an everyday family moment, giving customers back something more valuable than clean clothes: their time.
Frames above are the storyboard; production stills to follow.
14 — SOCIAL MEDIA
SOCIAL MEDIA
THAT IS INVITING.
The launch feed alternates on a fixed rhythm — type post, photograph, brand moment — so the profile holds together at thumbnail size before anyone reads a caption. Every third tile is pure color, which is what makes the photography land.
LAUNCH FEED · STORIES · BUNDLE PROMOS
SOCIAL MEDIA REELS - PUSH PLAY
15 — BRAND VOICE
Say the human
thing instead.
The voice rule is one line long: never let the building talk like a machine. Every system message got rewritten
the way a person on the floor would actually say it.
COPY SYSTEM · UI, SIGNAGE, PACKAGING
Instead of
Your laundry cycle has been completed.
Say
You’re all clean.
Instead of
Wash and fold services available.
Say
Drop it off. We’ll take it from here.
Instead of
Welcome.
Say
Let’s start fresh.
Simple
Helpful
Clever
Optimistic
16 — DESIGN OBJECTIVES
No invented
results.
This is a concept, so there’s no revenue chart to show. What there is: three objectives the work was built to hit, and the honest scope of what got made.
CONCEPT — NOT A CLIENT ENGAGEMENT
Objective 01
Reframe
Move the laundromat from obligation to modern service experience — a place chosen, not tolerated.
Objective 02
Simplify
Reduce friction at every step through intuitive communication, connected machines and cashless convenience.
Objective 03
Differentiate
Build a recognizable lifestyle brand inside a category almost nobody has bothered to design for.
1
Brand — built end to end
around making laundry easier
5+
Touchpoints — physical, environmental,
digital, service and campaign
360°
Experience — from dirty laundry
to clean clothes, and everything between
Start fresh.
Clean Slate imagines what happens when an overlooked everyday service is approached with the same strategy, design and customer-experience thinking as a modern lifestyle brand.
Brand strategy • Creative direction • Identity • Experience • Environmental • Campaign
Built the brand,
not just the logo.
Clean Slate is a self-initiated concept brand created to explore branding, customer experience, environmental design and advertising within the modern laundromat category. Strategy, naming, identity, environment, packaging, campaign and app UI — sole author, every phase. If you need someone who can take a brand from a blank page to a built room, this is the range.
LET'S HIRE SHENÉ
Concept 04 — Shené Brownlee © 2026
Back to top ↑